Viewers’ Interpretation of the Myth (A Semiotic Analysis of Natural Extract Fiber Brand X Commercials Aired on Televisions From 2009 to 2011)

Muhamad Gibraltar S. Sos.; M. Si

doi:doi:10.11648/j.hss.20140204.12

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Viewers’ Interpretation of the Myth (A Semiotic Analysis of Natural Extract Fiber Brand X Commercials Aired on Televisions From 2009 to 2011)

Muhamad Gibraltar S. Sos., M. Si

Published in Humanities and Social Sciences (Volume 2, Issue 4)

Received: 8 May 2014 Accepted: 30 June 2014 Published: 10 July 2014

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Abstract

The purpose of the present study was to look at the extent to which the viewers interpreted the myths constructed from two natural extract fibers Brand X commercials aired on televisions from 2009 to 2011. And, it is the perfection from my thesis at postgraduate program of Communication Studies, University of Indonesia. The selection of the two commercials as the units of analysis was based on two conflicting reasons. On the one hand, the manufacturer claimed that the products were good for consumers’ digestive health; on the other hand, the opponents considered the products as harmful to digestive health. For the purpose of analysis, the theoretical framework of the study combined Roland Barthes’ semiotics with other thoughts such as from Arthur Asa Berger, Barker, Darmaprawira, and Mas Dian on the first level of analysis in order to explore the myths. Subsequently, the analysis used Susanne Langer’s discursive symbolism in order to examine how the myths were interpreted by the viewers. At the methodological level, there was a mix or triangulation, both between literature review and in-depth interview, and between illustrative method and negative sentence method. Through the “two-level” analysis, two kinds of myths were explored from the two different commercials. The first was that natural extract fibers Brand X was better than natural fruits and vegetables in preventing from hemorrhoids. However, when this myth was tested using in-depth interviews, it was interpreted negatively or not trusted by viewers at all. The second was that the second (ordinary and herbal) product was better than natural fruits and vegetables in smoothening defecation, in which when this myth was tested using in-depth interviews; it was trusted by viewers due to the presence of hilarious and comic Ulfa Dwiyanti as the model of the commercial.

Published in	Humanities and Social Sciences (Volume 2, Issue 4)
DOI	10.11648/j.hss.20140204.12
Page(s)	96-107
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2014. Published by Science Publishing Group

Keywords

Signifier, Signified, Myths, Signs, Symbols, Denotation, Connotation, Interpretation, Sociology, Representation

References

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[4]	Broden, Thomas F. (2002). Image, Sign, Identity: Jean Marie Floch and Visual Semiotics. The American Journal of Semiotics 18. (From www.proquest.com )
[5]	Darmaprawira, Sulasmi. (2002). Warna: Teori dan Kreativitas Penggunaannya. Jakarta: ITB Publishing.
[6]	Dian, Mas. (2002). Pengaruh Warna dalam Feng Shui. Jakarta: PT. Elek Media Komputindo.
[7]	Grow, Jean M. (2006). Stories of Community: The First Ten Years of Nike Women’s Advertising. The Semiotic Society of America. (From www.proquest.com )
[8]	Gibraltar, Muhamad. (2012). Interpretasi Pemirsa Terhadap Penanda dan Petanda (Analisis Semiotika Iklan Sari Serat Alami Merek X di Televisi Antara Tahun 2009-2011). Jakarta: Program Pascasarjana Ilmu Komunikasi Universitas Indonesia). Jakarta: Magister Ilmu Komunikasi. (Tesis)
[9]	Griffin, E.M. (2006). A First Look At Communication Theory: Sixth Edition. Boston: Mc Graw Hill Inc.
[10]	Harvey, Michael and Evans. (2001) Decoding Competitive Propositions: A Semiotic Alternative to Traditional Advertising Research. International Journal of Market Research. Vol. 43 Quarter 2, Second Quarter. (From www.proquest.com )
[11]	Hirschman, Elizabeth C. (2003). Men, Dogs, Guns, And Cars: The Semiotic of Rugged Individualism. Journal of Advertising, Vol. 32 No.1 Spring (From www.proquest.com ).
[12]	Langer, Susanne. (1967). An Introduction to Symbolic Logic: Third Revised Edition. New York: Dover Publications Inc.
[13]	Littlejohn, Stephen L. & Foss. (2007). Theories of Communication: Seventh Edition. New Mexico: THOMSON.
[14]	Pallupi, Dyah Hasto, Pambudi. (2005). Advertising That Sells: Strategi Sukses Membawa Merk Anda Menjadi Pemimpin Pasar. Jakarta: Gramedia.
[15]	Seale, Clive, Gobo, Gubrium, and Silverman (2007). Qualitative Research Practice: Concise Paperback Edition. London: SAGE PUBLICATIONS.
[16]	Sobur, Alex. (2009). Semiotika Komunikasi. Bandung: Rosdakarya.
[17]	Tressider, Richard. (2010). Reading Food Marketing: The Semiotics of Marks & Spencer. Dalam International Journal of Sociology and Social Policy. Vol. 30 No. 9 / 10, 2010. (From www.proquest.com)

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APA Style

Muhamad Gibraltar S. Sos., M. Si. (2014). Viewers’ Interpretation of the Myth (A Semiotic Analysis of Natural Extract Fiber Brand X Commercials Aired on Televisions From 2009 to 2011). Humanities and Social Sciences, 2(4), 96-107. https://doi.org/10.11648/j.hss.20140204.12

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Muhamad Gibraltar S. Sos.; M. Si. Viewers’ Interpretation of the Myth (A Semiotic Analysis of Natural Extract Fiber Brand X Commercials Aired on Televisions From 2009 to 2011). Humanit. Soc. Sci. 2014, 2(4), 96-107. doi: 10.11648/j.hss.20140204.12

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Muhamad Gibraltar S. Sos., M. Si. Viewers’ Interpretation of the Myth (A Semiotic Analysis of Natural Extract Fiber Brand X Commercials Aired on Televisions From 2009 to 2011). Humanit Soc Sci. 2014;2(4):96-107. doi: 10.11648/j.hss.20140204.12

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@article{10.11648/j.hss.20140204.12,
  author = {Muhamad Gibraltar S. Sos. and M. Si},
  title = {Viewers’ Interpretation of the Myth (A Semiotic Analysis of Natural Extract Fiber Brand X Commercials Aired on Televisions From 2009 to 2011)},
  journal = {Humanities and Social Sciences},
  volume = {2},
  number = {4},
  pages = {96-107},
  doi = {10.11648/j.hss.20140204.12},
  url = {https://doi.org/10.11648/j.hss.20140204.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.hss.20140204.12},
  abstract = {The purpose of the present study was to look at the extent to which the viewers interpreted the myths constructed from two natural extract fibers Brand X commercials aired on televisions from 2009 to 2011. And, it is the perfection from my thesis at postgraduate program of Communication Studies, University of Indonesia. The selection of the two commercials as the units of analysis was based on two conflicting reasons. On the one hand, the manufacturer claimed that the products were good for consumers’ digestive health; on the other hand, the opponents considered the products as harmful to digestive health. For the purpose of analysis, the theoretical framework of the study combined Roland Barthes’ semiotics with other thoughts such as from Arthur Asa Berger, Barker, Darmaprawira, and Mas Dian on the first level of analysis in order to explore the myths. Subsequently, the analysis used Susanne Langer’s discursive symbolism in order to examine how the myths were interpreted by the viewers. At the methodological level, there was a mix or triangulation, both between literature review and in-depth interview, and between illustrative method and negative sentence method. Through the “two-level” analysis, two kinds of myths were explored from the two different commercials. The first was that natural extract fibers Brand X was better than natural fruits and vegetables in preventing from hemorrhoids. However, when this myth was tested using in-depth interviews, it was interpreted negatively or not trusted by viewers at all. The second was that the second (ordinary and herbal) product was better than natural fruits and vegetables in smoothening defecation, in which when this myth was tested using in-depth interviews; it was trusted by viewers due to the presence of hilarious and comic Ulfa Dwiyanti as the model of the commercial.},
 year = {2014}
}

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TY - JOUR
T1 - Viewers’ Interpretation of the Myth (A Semiotic Analysis of Natural Extract Fiber Brand X Commercials Aired on Televisions From 2009 to 2011)
AU - Muhamad Gibraltar S. Sos.
AU - M. Si
Y1 - 2014/07/10
PY - 2014
N1 - https://doi.org/10.11648/j.hss.20140204.12
DO - 10.11648/j.hss.20140204.12
T2 - Humanities and Social Sciences
JF - Humanities and Social Sciences
JO - Humanities and Social Sciences
SP - 96
EP - 107
PB - Science Publishing Group
SN - 2330-8184
UR - https://doi.org/10.11648/j.hss.20140204.12
AB - The purpose of the present study was to look at the extent to which the viewers interpreted the myths constructed from two natural extract fibers Brand X commercials aired on televisions from 2009 to 2011. And, it is the perfection from my thesis at postgraduate program of Communication Studies, University of Indonesia. The selection of the two commercials as the units of analysis was based on two conflicting reasons. On the one hand, the manufacturer claimed that the products were good for consumers’ digestive health; on the other hand, the opponents considered the products as harmful to digestive health. For the purpose of analysis, the theoretical framework of the study combined Roland Barthes’ semiotics with other thoughts such as from Arthur Asa Berger, Barker, Darmaprawira, and Mas Dian on the first level of analysis in order to explore the myths. Subsequently, the analysis used Susanne Langer’s discursive symbolism in order to examine how the myths were interpreted by the viewers. At the methodological level, there was a mix or triangulation, both between literature review and in-depth interview, and between illustrative method and negative sentence method. Through the “two-level” analysis, two kinds of myths were explored from the two different commercials. The first was that natural extract fibers Brand X was better than natural fruits and vegetables in preventing from hemorrhoids. However, when this myth was tested using in-depth interviews, it was interpreted negatively or not trusted by viewers at all. The second was that the second (ordinary and herbal) product was better than natural fruits and vegetables in smoothening defecation, in which when this myth was tested using in-depth interviews; it was trusted by viewers due to the presence of hilarious and comic Ulfa Dwiyanti as the model of the commercial.
VL - 2
IS - 4
ER -

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Author Information

Muhamad Gibraltar S. Sos.

Department of Communication
M. Si

Department of Communication

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APA Style

Muhamad Gibraltar S. Sos., M. Si. (2014). Viewers’ Interpretation of the Myth (A Semiotic Analysis of Natural Extract Fiber Brand X Commercials Aired on Televisions From 2009 to 2011). Humanities and Social Sciences, 2(4), 96-107. https://doi.org/10.11648/j.hss.20140204.12

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ACS Style

Muhamad Gibraltar S. Sos.; M. Si. Viewers’ Interpretation of the Myth (A Semiotic Analysis of Natural Extract Fiber Brand X Commercials Aired on Televisions From 2009 to 2011). Humanit. Soc. Sci. 2014, 2(4), 96-107. doi: 10.11648/j.hss.20140204.12

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AMA Style

Muhamad Gibraltar S. Sos., M. Si. Viewers’ Interpretation of the Myth (A Semiotic Analysis of Natural Extract Fiber Brand X Commercials Aired on Televisions From 2009 to 2011). Humanit Soc Sci. 2014;2(4):96-107. doi: 10.11648/j.hss.20140204.12

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@article{10.11648/j.hss.20140204.12,
  author = {Muhamad Gibraltar S. Sos. and M. Si},
  title = {Viewers’ Interpretation of the Myth (A Semiotic Analysis of Natural Extract Fiber Brand X Commercials Aired on Televisions From 2009 to 2011)},
  journal = {Humanities and Social Sciences},
  volume = {2},
  number = {4},
  pages = {96-107},
  doi = {10.11648/j.hss.20140204.12},
  url = {https://doi.org/10.11648/j.hss.20140204.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.hss.20140204.12},
  abstract = {The purpose of the present study was to look at the extent to which the viewers interpreted the myths constructed from two natural extract fibers Brand X commercials aired on televisions from 2009 to 2011. And, it is the perfection from my thesis at postgraduate program of Communication Studies, University of Indonesia. The selection of the two commercials as the units of analysis was based on two conflicting reasons. On the one hand, the manufacturer claimed that the products were good for consumers’ digestive health; on the other hand, the opponents considered the products as harmful to digestive health. For the purpose of analysis, the theoretical framework of the study combined Roland Barthes’ semiotics with other thoughts such as from Arthur Asa Berger, Barker, Darmaprawira, and Mas Dian on the first level of analysis in order to explore the myths. Subsequently, the analysis used Susanne Langer’s discursive symbolism in order to examine how the myths were interpreted by the viewers. At the methodological level, there was a mix or triangulation, both between literature review and in-depth interview, and between illustrative method and negative sentence method. Through the “two-level” analysis, two kinds of myths were explored from the two different commercials. The first was that natural extract fibers Brand X was better than natural fruits and vegetables in preventing from hemorrhoids. However, when this myth was tested using in-depth interviews, it was interpreted negatively or not trusted by viewers at all. The second was that the second (ordinary and herbal) product was better than natural fruits and vegetables in smoothening defecation, in which when this myth was tested using in-depth interviews; it was trusted by viewers due to the presence of hilarious and comic Ulfa Dwiyanti as the model of the commercial.},
 year = {2014}
}

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